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Customer Orientation:
The market oriented firms perform serious analyses for the marketing concept because marketing is
getting great importance for the firms day by day. Market orientation is crucial for the organizations
and the basic part of market orientation is to focus on the customers. Hence; the organizations, which
analyze their customers needs better, will be more market oriented.
Customer orientation is the set of beliefs that puts the customer into the center, while not excluding
those of all other stakeholders such as owners, managers, employees, in order to develop a long-term
profitable enterprise. Therefore, the organizations use the customer information to forecast the future
needs of them. Analyzing the customers priorities in the organizations is the main part of customer
orientation. Customer orientation is the major factor of organizational effectiveness.
2. Employee Satisfaction:
The employees are important for the effectiveness of the firms. Employees are more loyal and
productive when they are satisfied and these satisfied employees affect the customer satisfaction as
well as organizational productivity. Employee satisfaction is defined as the combination of affective
reactions to the differential perceptions of what he/she wants to receive compared with what he/she
actually receives [14]. Therefore, the organizations should try to supply the employee expectations in
order to approach the employee satisfaction.
The well-satisfied employees will work more willingly and; this contributes to the effectiveness of
their organizations. To investigate what the employees are satisfied by and measuring the employee
satisfaction in the workplace is critical to the success and increases the profitability of the
organization for having competitive advantage.
3. Organizational Commitment:
Organizational commitment is the psychological strength of the linkage of a member to his
organization. Employee can be committed to the organization in an affective, normative, and
continuance sense, at varying levels of intensity. They describe the affective commitment as it refers
to the employees emotional attachment to the organization; continuance commitment refers to an
awareness of the costs associated with leaving the organization and normative commitment reflects a
feeling of obligation to continue employment.
Organizational commitment affects the willingness level of an employee about performing the
organizational tasks. The employees who feel more sense of organizational commitment exert extra
effort for the organizational tasks.

4. Financial & Growth Performance:

The financial performance is the measure of a firms financial health and the growth performance is
related with the increase in the volume of sales, number of employees and new products compared to
previous periods. The monetary terms and the financial ratios are used in order to remark the financial
performance of a firm.
Correlation between corporate culture and organizational effectiveness[5]:
Denison and Mishra (1995) showed that the four different cultural traits, mission,
consistency, adaptability and involvement, were related to different criteria of
effectiveness. This research found that the traits of mission and consistency
were the best predictors of profitability, the traits of involvement and
adaptability were the best predictors of innovation, and the traits of adaptability
and mission were the best predictors of sales growth.